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The B2B marketing world appears to be obsessed with content. 99% of marketers say B2B content marketing is important, and it’s predicted that by 2016, half of marketers’ time will be spent on content alone.

With this in mind, you’d think the majority of B2B organisations would have a solid grasp of their content strategy, and how they’d like to grow and develop it over the coming year.

Apparently not. According to the 2015 Content Marketing Benchmarking Report, 53% of respondents in the report say they’re ‘weak’ or ‘okay’ when it comes to content strategy.

Picture the scene… a world torn apart by war as a robot network attempts to finally make humanity extinct. The only thing standing in its way… a small band of human fighters who refuse to be beaten.

Okay, so it isn’t as dramatic as the latest Terminator incarnation, but there is growing talk within content spheres about so-called “content bots”. That’s right, robots that can write articles and post them online for you and me to read. Well, not exactly robots, but a computer programme.

It’s no surprise to find that B2B marketing content is continuing to grow in popularity. With the promise of higher quality leads and reduced costs compared to outbound channels, content ticks all the right boxes. Over the past two years, content has gone from being an after-thought on marketing campaigns (if there was still budget left) to becoming a major player in marketers’ multi-channel campaigns. However, there was always an issue… measuring ROI.